The web browser Do Not Track settings will no longer be enabled on Yahoo, the company announced today, in order to offer a more "personalized experience" to users. "We fundamentally believe the best web is a personalized one," Yahoo said.

Although Yahoo was the first major tech company to implement Do Not Track, it says that not a single and effective standard has emergedso far.

Yahoo's move means that anyone visiting Yahoo will be tracked by default, regardless of whether they've enabled the Do Not Track setting on their browser.

Users can still manage their privacy settings through the Yahoo Privacy settings, but they'll have to do so individually, and Yahoo sites won't be responding to any automated anti-ad-tracking signals.

Do Not Track was envisioned as a single setting that would allow users to opt-out of ad-tracking across the web, but the advertisersdo not suppotrt it, as they make hundreds of millions of dollars from targeting ads based on user's browsing habits.